Boucheron Eyes China Conquest


French haute jeweler Boucheron is the latest luxury brand to launch an “offensive” into China, as it announced a partnership with local distributor Sparkle Roll Group Limited earlier this week for a network of Boucheron boutiques in China.

Boucheron is targeting a network of six to 10 stores on the mainland over the next five years. Sparkle Roll will manage Boucheron’s existing Shanghai boutique in Plaza 66 with immediate effect.

“With their unique ability to bring luxury to the region, Sparkle Roll is the ideal partner to help us develop and strengthen Boucheron’s presence in China,” said Boucheron CEO Jean-Christophe Bedos, who was most recently in Singapore to inaugurate its flagship store at the newly opened mega-mall ION Orchard.

Meanwhile, Beijing will get its first flagship Boucheron store in a prime location, which is planned for next year.

“Our aim is to become the ultimate French jeweler in the region,” added Bedos.

Boucheron is not alone in the French “invasion”, as France’s leading luxury federation Comite Colbert – which comprises 70 luxury companies – has just launched a website that would showcase the very best of leading French luxury brands, and give its users in China a 3D experience of the French la vie du luxe.

Leading French labels such as Cartier, Hermes, and Lanvin attended the launch of the website in Beijing.

Explaining the website’s imitatives, Francoise Montenay, president of the Comite Colbert said: “Luxury is not just about money but about culture and education.”